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How to Connect with Budget-Conscious Parents and Gen Z & Alpha Shoppers This Back-to-school
Back-to-school season isn’t just about fresh notebooks and backpacks—it’s a major shopping event that impacts families and students across all age groups. With US parents and kids spending nearly $40 billion in 2024, brands have a huge opportunity to make an impact. But with rising costs and shifting generational habits, how can your brand stand out?
The key lies in understanding what both budget-conscious parents and young, trend-savvy shoppers want. Let’s break down the most effective strategies for winning back-to-school shoppers in 2025.
Understanding the Opportunity
Parents are feeling the pinch—73% of K-12 parents in the US are concerned about rising prices, and they’re looking for deals. Many start shopping early, with 55% beginning in July and leveraging big sale events like Prime Day. Meanwhile, Gen Alpha and Gen Z students, from preschoolers to university freshmen, have their own unique needs. They’re looking for brands that align with their values, embrace digital culture, and even make learning fun.
Globally, spending is growing too. Australian families, for example, are expected to spend AUS$13.6 billion (about US$8.59 billion) on school-related expenses in 2025. Brands that can balance affordability with innovation and engagement will win the season.
Top 4 Back-to-School Marketing Strategies for 2025
Help Parents Stretch Their Budget Parents are actively searching for deals on school essentials. Brands can build trust by offering strategic promotions, bundle deals, and loyalty rewards. Highlight affordability without compromising quality, and consider early-bird promotions to capture those who start shopping in July.
Tap Into the Alphanet: Gen Alpha’s Digital Influence Gen Alpha is growing up online, with a major influence on household spending. They engage with brands through social media, gaming, and interactive content. Campaigns that leverage YouTube, TikTok, and Roblox can appeal to both students and parents. Think fun, engaging, and educational content that resonates across generations.
Gamify Learning and Shopping Learning through play is key for Gen Alpha, and brands that integrate gamification into their marketing will stand out. Whether it’s interactive AR experiences, digital scavenger hunts, or rewards-based learning apps, making back-to-school shopping fun and engaging will drive customer loyalty.
Support First-Time University Students The youngest Gen Zers are heading to college, with student spending expected to reach $86.6 billion. Brands that provide real value—through dorm essentials, budgeting tools, and community-building campaigns—will win their loyalty. Engaging them through TikTok trends like ‘stationery hauls’ and ‘GRWMs’ (Get Ready With Me) will help brands become a trusted part of their transition to college life.
Walmart launched its back-to-school campaign titled School Style Decoded, featuring TikTok fashion influencer Taylen Biggs and TikTok comedian Kat Stickler. The ad features a series of fun dance sequences where the students showcase their personal style. As part of the brand’s YouTube strategy, audiences could click on the ad to be redirected to Walmart’s website, illustrating how a brand can adapt campaign strategies to Alpha trends and preferred platforms
Final Thoughts
Back-to-school shopping is evolving, and brands must adapt. By balancing affordability with digital-first engagement and playful learning experiences, you can build strong connections with parents and students alike. Whether you’re targeting budget-savvy moms, tech-loving Gen Alpha kids, or college-bound Gen Zers, these strategies will help you stand out this season.
Which strategy will you try first? Let’s chat in the comments!
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